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Fundamentals of Branding MKTG 1554

Marketing Management Part-time Studies Course

Course details

What’s behind the brand? This course is designed to provide students with an understanding of the role of branding in marketing all kinds of organizations, goods, services, and ideas. Analysis of contemporary branding strategies and their application online and offline will be explored. Students will create and present a brand proposition and strategic plan for an organization.





Course offerings

Spring/Summer 2022

Below is one offering of MKTG 1554 for the Spring/Summer 2022 term.

CRN 63926


Wed Apr 27 - Wed Jul 13 (12 weeks)

  • 12 weeks
  • CRN 63926
  • $677.51
Class meeting times
Dates Days Times Locations
Apr 27 - Jul 13 Wed 17:30 - 20:30 Downtown DTC


Course outline

Course outline TBD — see Learning Outcomes in the interim.



Important information
  1. Students are permitted to register up until the first week without approval. Important course information will be sent to your myBCIT account prior to your course start date.


This course offering has been cancelled. Please check back next term or subscribe to receive email updates.

Learning Outcomes

Upon successful completion of this course, the student will be able to.

  • Explain the importance and function of branding in all types of organizations, both large and small businesses, including consumer goods, services, B2B brands, government social marketing programs, and non-profit organizations.
  • Understand the history of branding and how branding has come to play such a powerful role in marketing.
  • Analyze the role of branding in building customer relationships in the digital marketing era.
  • Understand the intricacies of consumer behavior and the role of branding in creating emotional connections to businesses, products and services.
  • Define brand equity and how it drives the success or failure of a business.
  • Understand the role of brand positioning in strategic competitive differentiation.
  • Discuss the impact of branding from a sociological and ethical perspective.
  • Evaluate brand case studies in the context of current branding trends and changes in the marketplace.
  • Assess the elements of an effective brand and describe how brands are implemented and communicated to target audiences.

Effective as of Fall 2014

Related Programs

Fundamentals of Branding (MKTG 1554) is offered as a part of the following programs:

School of Business + Media

  1. Marketing Management
    Certificate Part-time
  2. Marketing Management (Marketing Communications Option)
    Certificate Part-time
  3. Marketing Management - Customer Relationship Marketing
    Associate Certificate Part-time
  4. Marketing Management - Entrepreneurship
    Associate Certificate Part-time
  5. Marketing Management - Event Marketing
    Associate Certificate Part-time/Distance & Online Learning
  6. Marketing Management - Marketing Communications
    Associate Certificate Part-time/Distance & Online Learning
  7. Marketing Management - Public Relations
    Associate Certificate Part-time/Distance & Online Learning
  8. Marketing Management - Retail Marketing Management
    Associate Certificate Part-time/Distance & Online Learning
  9. Marketing Management - Sales Skills
    Associate Certificate Part-time
  10. Nonprofit Management
    Associate Certificate Part-time/Distance & Online Learning


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